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A Comparison of Formative Versus Reflective Approaches for the Measurement of Electronic Service Quality

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  • Theodosiou, Marios
  • Katsikea, Evangelia
  • Samiee, Saeed
  • Makri, Katerina

Abstract

Drawing upon the extant literature, we examine the definition, conceptualization, and measurement of electronic service quality (e-SQ) and propose an alternative measurement approach. We posit that customers' perceptions of overall e-SQ are influenced by six proximal antecedents: security/privacy, fulfillment/reliability, website design, customer service, informativeness, and customization. Using three independent samples of real customers of three hotel reservation sites, we assess the proposed measurement approach via appropriate scale development procedures. Findings indicate that a causal structure that considers e-SQ as a distinct construct that is influenced by six proximal antecedents should be preferred over a second-order reflective measurement model. We discuss theoretical implications of our proposed measurement method, make recommendations for service firms, and offer directions for future research.

Suggested Citation

  • Theodosiou, Marios & Katsikea, Evangelia & Samiee, Saeed & Makri, Katerina, 2019. "A Comparison of Formative Versus Reflective Approaches for the Measurement of Electronic Service Quality," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 53-67.
    • Handle: RePEc:eee:joinma:v:47:y:2019:i:c:p:53-67
    DOI: 10.1016/j.intmar.2019.03.004
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    References listed on IDEAS

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    1. Wilcox, James B. & Howell, Roy D. & Breivik, Einar, 2008. "Questions about formative measurement," Journal of Business Research, Elsevier, vol. 61(12), pages 1219-1228, December.
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    5. Ladhari, Riadh, 2010. "Developing e-service quality scales: A literature review," Journal of Retailing and Consumer Services, Elsevier, vol. 17(6), pages 464-477.
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    7. Bauer, Hans H. & Falk, Tomas & Hammerschmidt, Maik, 2006. "eTransQual: A transaction process-based approach for capturing service quality in online shopping," Journal of Business Research, Elsevier, vol. 59(7), pages 866-875, July.
    8. Finn, Adam & Wang, Luming & Frank, Tema, 2009. "Attribute Perceptions, Customer Satisfaction and Intention to Recommend E-Services," Journal of Interactive Marketing, Elsevier, vol. 23(3), pages 209-220.
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    Cited by:

    1. Farzad Safaeimanesh & Hasan Kılıç & Habib Alipour & Shahrzad Safaeimanesh, 2021. "Self-Service Technologies (SSTs)—The Next Frontier in Service Excellence: Implications for Tourism Industry," Sustainability, MDPI, vol. 13(5), pages 1-21, March.
    2. Chou, Sheng-Fang & Horng, Jeou-Shyan & Sam Liu, Chih-Hsing & Lin, Jun-You, 2020. "Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    3. Zuo, Wenming & Bai, Weijing & Zhu, Wenfeng & He, Xinming & Qiu, Xinxin, 2022. "Changes in service quality of sharing accommodation: Evidence from airbnb," Technology in Society, Elsevier, vol. 71(C).
    4. Hsu, Chin-Lung & Lin, Judy Chuan-Chuan, 2023. "Understanding the user satisfaction and loyalty of customer service chatbots," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).

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